LEADER 00000nam  2200349   4500 
001    AAI3355185 
005    20100608092821.5 
008    100608s2009    ||||||||||||||||| ||eng d 
020    9781109134780 
035    (UMI)AAI3355185 
040    UMI|cUMI 
100 1  Chun, Hae Eun 
245 10 Savoring future experiences: Antecedents and effects on 
       evaluations of consumption experiences 
300    152 p 
500    Source: Dissertation Abstracts International, Volume: 70-
       05, Section: A, page: 1721 
500    Advisers: Deborah J. MacInnis; Kristin Diehl 
502    Thesis (Ph.D.)--University of Southern California, 2009 
520    This dissertation examines the concept of savoring and 
       defines it as a state of mindfulness in which consumers 
       appreciate the pleasure they get at the very moment from 
       an outcome or experience. Whereas past research has 
       focused on savoring the present or the past, limited 
       research has studied consumers savoring an experience to 
       be consumed in the future. Focusing on the temporal 
       dimension of the future, this dissertation contributes to 
       the literature by (1) theoretically differentiating 
       savoring from related constructs, (2) identifying factors 
       that impact the extent to which consumers savor the future,
       and (3) examining savoring's impact on consumers' 
       immediate and retrospective evaluations of the savored 
       experience. It also (4) studies whether and how 
       expectations about the valence of the future experience 
       play a role in this process. Finally, this dissertation 
       (5) examines whether savoring leads to more positive 
       evaluations even when consumption experiences are worse 
       than expected 
520    Four empirical studies find that the more consumers savor 
       a future consumption experience the more positively they 
       evaluate it and the more positively they remember it. The 
       results also show that having time available to think 
       about the future is a necessary but not sufficient 
       condition for savoring to occur. Consumers must also use 
       the available time to enjoy thinking about the future. 
       Having sufficient time but using that time to merely 
       "wait" for the experience will not induce savoring and its
       effects (Study 2). Consumers must also have sufficient 
       information regarding the future experience (Study 3) in 
       order to savor the future. Savoring the future not only 
       enhances current and retrospective evaluations of the 
       savored experience, it also enhances expectations about 
       the valence of the future experience (i.e., it will be 
       better). Importantly though, savoring does not impact 
       immediate and retrospective evaluations by affecting 
       expectations themselves. Savoring is also found to 
       positively affect evaluations even when the experience 
       turns out to be not nearly as good and is thus negatively 
       disconfirmed (Study 4). Combined, this research 
       demonstrates that savoring has a significant and 
       consistent effect on evaluations 
590    School code: 0208 
650  4 Business Administration, Marketing 
690    0338 
710 2  University of Southern California.|bBusiness 
       Administration 
773 0  |tDissertation Abstracts International|g70-05A 
856 40 |uhttp://pqdd.sinica.edu.tw/twdaoapp/servlet/
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